{"id":23419,"date":"2026-10-23T14:33:32","date_gmt":"2026-10-23T14:33:32","guid":{"rendered":"https:\/\/interspacemusic.com\/blog\/threads-passes-x-in-mobile-daily-users-expands-ad-options\/"},"modified":"2026-10-23T14:33:32","modified_gmt":"2026-10-23T14:33:32","slug":"threads-passes-x-in-mobile-daily-users-expands-ad-options","status":"publish","type":"post","link":"https:\/\/interspacemusic.com\/blog\/threads-passes-x-in-mobile-daily-users-expands-ad-options\/","title":{"rendered":"Threads Passes X in Mobile Daily Users, Expands Ad Options"},"content":{"rendered":"<p><strong><a href=\"https:\/\/www.threads.com\/\">Meta\u2019s Threads<\/a><\/strong> has surpassed <strong><a href=\"https:\/\/x.com\/\">X<\/a><\/strong> in daily mobile users on iOS and Android, reaching 141.5 million against 125 million. The figures give music marketers a measure of the platforms\u2019 reach among people using their phones.<\/p>\n<p>\u201cThreads is bigger than X,\u201d said Meta CEO <strong>Mark Zuckerberg<\/strong> during the company\u2019s earnings call.<\/p>\n<h2>Mobile growth and desktop traffic<\/h2>\n<p>Threads reached <strong>500 million monthly active users (MAUs)<\/strong> within three years, closing a gap of several hundred million users. X\u2019s monthly audience has remained between 550 million and 557 million.<\/p>\n<ul>\n<li>Threads recorded <strong>141.5 million mobile daily active users (DAUs)<\/strong>, compared with X\u2019s <strong>125 million<\/strong>.<\/li>\n<li>Threads\u2019 mobile usage increased <strong>127.8% year over year<\/strong>, while X\u2019s fell <strong>15.2%<\/strong>.<\/li>\n<li>Threads is projected to reach <strong>60.5 million monthly active users<\/strong> in the United States within months, compared with roughly <strong>50 million<\/strong> for X.<\/li>\n<li>Across its total audience, Threads has exceeded <strong>150 million daily active users<\/strong>. A separately stated daily-to-monthly active user ratio is <strong>37.5%<\/strong>.<\/li>\n<li>X records <strong>145 million daily desktop visits<\/strong>, compared with <strong>8.5 million<\/strong> for Threads.<\/li>\n<\/ul>\n<p>The mobile and desktop figures measure different activity: daily active users on phones and daily visits on desktop. X also retains the larger monthly audience in the figures provided.<\/p>\n<h2>Artist and venue communication<\/h2>\n<p>Threads\u2019 recommendation system prioritises conversation, giving active replies more weight than passive likes. For artists, relevant formats include question-and-answer posts, behind-the-scenes updates and <a href=\"https:\/\/interspacemusic.com\/blog\/spotify-and-snapchat-add-new-social-music-sharing-features\/\">direct exchanges with fans<\/a>.<\/p>\n<p>Gen Z and Millennials lead adoption of Threads, with market penetration cited at <strong>17%<\/strong>.<\/p>\n<p>Venues can use conversational posts to ask which local bands fans want to see or share soundcheck photographs. These formats provide opportunities for discussion alongside event promotion.<\/p>\n<p>Time-sensitive venue posts can include set times, low-ticket notices and changes to opening times, such as doors being delayed by 30 minutes.<\/p>\n<h2>Advertising and brand activity<\/h2>\n<p><a href=\"https:\/\/www.meta.com\/\">Meta<\/a> is adding advertising options to Threads, including sponsored posts and promoted accounts. The tools connect with the advertising infrastructure used by <strong>Instagram<\/strong> and <strong>Facebook<\/strong>.<\/p>\n<p>Among business-to-consumer (B2C) brands, <strong>64%<\/strong> actively post on Threads. Separately, <strong>30% of users<\/strong> interact with brand content at least once a week.<\/p>\n","protected":false},"excerpt":{"rendered":"Threads has overtaken X in daily mobile users, while X retains a larger monthly audience and substantially more daily desktop visits.","protected":false},"author":6,"featured_media":23420,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[515],"tags":[1396,1330,335,51168,44633],"class_list":["post-23419","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tech-innovation","tag-meta","tag-music-marketing","tag-social-media","tag-threads","tag-x","cs-entry","cs-video-wrap"],"yoast_head":"<!-- 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